Eight years after its arrival in the Mexican market and after a slow start, the mobile virtual network operator (MVNO) business model seems to have found its ideal growth ecosystem: as a complement or added value to other businesses.
One way of contrasting this is by taking a look at the way in which the market is being distributed, just to validate that, of the six first MVNOs in size –which have two thirds of the market–, five come from companies whose business main is not the cell phone.
This is the case of Bait, a leading operator that just completed two years of operations last June and at the end of the second quarter already contributed 36.2% of the eight million lines that MVNOs have as a whole, according to data released by the consultant The Competitive Intelligence Unit (The CIU) in a press release.
Bait’s name alludes to the initials of Bodega Aurrerá Internet y Telefonía, since the company belongs to Walmart de México y Centroamérica, a firm that uses the extensive presence of its points of sale to promote telephone service, in addition to offering benefits to its customers. clientele related to their merchandise purchases.
With 15.1% of the total lines of MVNOs, Freedom Pop – an operator linked to the satellite television provider Dish – is the second player in the market. They are followed by OUI, from Grupo Elektra, with 7.6% of users; Virgin Mobile (6.6%), which is the only operator in the top six that does not depend on another business; Megamóvil (5.4%), from pay television provider Megacable; and OXXO Cel (1.6%), linked to FEMSA’s OXXO chain of stores.
The growth of players that have sought to differentiate themselves by offering added value to their customers in other business verticals, such as supermarkets and convenience stores, stands out,” said The CIU in its report.
Explosive and constant growth
The dominant presence of these operators linked to other businesses coincides with a time of explosive growth in the market. At the end of the second quarter of 2022, the number of MVNO lines grew 79.8% to reach the aforementioned eight million.
Meanwhile, the sector’s income almost doubled, growing 93.6% to 1,633.4 million pesos. Reflecting the above, the number of MVNO lines already represents 6% of the country’s total cellular lines (three times the coverage in June 2020), while they capture 2.1% of revenue, one percentage point more than from the level of the second quarter of 2021.
“However, there is still room to cover other providers who seek to add value to their customers, generate loyalty or appeal to their main business, among other benefits for their users,” he said of The CIU.
octavio.amador@eleconomista.mx
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